Advertising or public relations?
By Bob Levoy

Advertising and public relations are sometimes used interchangeably, but they actually refer to two distinct marketing tools.

When you advertise, you buy space or airtime in the media. Public relations, on the other hand, results in getting media exposure at no cost.

Public relations has a distinct advantage over advertising. Even more important than its cost savings is the credibility it conveys. Advertising, after all, is what you say about yourself and may, to some people's way of thinking, be suspect.

In contrast, public relations has others (such as reporters) talking about you and your message — and because an endorsement from the media is far more credible than anything you might say about yourself, a favorable mention in the media is far more effective than the most eye-catching advertisement.

THE MEDIA NEED YOU

TV, radio, and newspaper people have a lot of airtime and pages to fill on a regular basis and rely on outside sources to help them spot interesting, newsworthy stories. Health-related stories, in particular, are always timely and are read with interest by the general population. Chiropractors can be most helpful because editors and reporters need the specialized knowledge they have about a broad range of topics.

You can get coverage in the media in numerous ways:

• Position yourself as an expert on health-related issues. Some topics include: how to avoid on-the-job injuries, the importance of proper protection to avoid sports-related injuries, tips on mattress or pillow selection, the dangers of heavy backpacks, the detection and prevention of anabolic steroid use, chiropractic tips to avoid the back pain that often comes with gardening and golf — and the list goes on.

Such information is newsworthy — if it hasn't been recently reported.

• Become involved in a charitable activity. Pick one that you have a special interest in, such as Special Olympics, Habitat for Humanity, or a local food drive.

If possible, get your employees involved. They'll derive a lot from the experience and have greater pride in the practice. Their participation will also add to the local appeal of such a story.

• Sponsor a scholarship program. Dedicate it to students interested in entering the chiropractic profession.

MEDIA CONTACT

Obviously, for involvement in these altruistic activities to be of value as a public relations tool, you have to make contact with the media.

• Make a call. A small weekly newspaper may have a staff of only a few writers and editors. The easiest thing to do is to pick up the phone and ask to talk with the editor. (An alternative approach is to use an e-mail inquiry to determine if a health-related story is of interest.)

• Be courteous of time. When you make contact, your first words after introducing yourself should be, "Is this a good time to talk?" It will show editors you understand their business and are respectful of their time.

• Pitch your story quickly. When you talk with an editor or reporter, be able to state your story idea in 30 seconds or less. Explain why people would care about the story and if possible, quote an attention-getting statistic, such as, "Workplace injuries affect millions of Americans each year. These injuries result not only from lifting and delivering heavy boxes, but also from sitting in front of a computer all day."

• Don't self-promote. Most importantly — don't make references to your practice or your patients unless asked. The idea, as I've emphasized in other articles on this topic, is to establish yourself as an authority — not someone who is looking for business.

Reality check: Do not expect miracles, let alone an onslaught of new patients after being quoted in the newspaper or on the 6 o'clock news. Media exposure must be repetitive to be effective. Public relations is about investing for long-term results.

Although the initial return on such efforts may be minimal, each media appearance will add to your visibility, credibility, and reputation.

Bob Levoy is a seminar speaker and writer who focuses on the healthcare industry. His most recent book is 222 Secrets of Hiring, Managing, and Retaining Great Employees in Healthcare Practices Jones and Bartlett Publishers (November, 2006). He can be reached by e-mail at b.levoy@att.net.